MAGUIRE’S VOICE
“And suddenly it was all pretty clear. The answer was fewer clients.  Caring for them, caring for ourselves, and the games too. Starting our lives, really.”

PRINT SHOP GUY
“That’s how you become great, man. You hang your balls out there.”

After 41 years my automotive apprenticeship is over. I’m going to “hang my balls out there” (again, some would argue) and just focus on the simple stuff that I enjoy and that I know makes a difference – just ideas and cars.

The world is changing. Something’s are not changing fast enough. The rate of external change is faster than the rate of internal improvement in most companies. Everyone agrees something different needs to be done to balance this equation. I’m going to make it happen. I’m going to help automotive companies speed up the change they know they need to make by coming up with well thought through and perfectly delivered ideas that fully reflect the companies we work with’s ‘WHY’.

We are passionate about it. And I passionately believe the support for the automotive market in disrupting the establishment using strategy, consultancy, ideas generation and down right hard work has a gap for a few hard working, passionate, maverick car guys and gals – all with history in doing this stuff already.

IDEAS+CARS is not a one size fit all solution – if fact we will only work with a very small number of people we like – but like Jerry Maguire we will immerse ourselves in a brand (athlete) and it’s challenges and will try to come up with big ideas that will either be part of the change, signal the change or to force a change.  Because at the end of the day change is all about Ideas.

As Stalin said “Ideas are more powerful than guns. We would not let our enemies have guns, why should we let them have ideas.”

Ideas motivate and change people inside and outside of a brand. Big ones that reflect the way the Brand wants to go or what the Brand wants to become, change lives and can change the perception of the Brand overnight. First job will be to ask Why? Why are you wanting to change Perception/Direction/Volume/Interactions?  Because an idea without a purpose is just a guess.

We will be consciously reckless. So yes we will keep asking WHY?  You can read elsewhere about our mantra – they are a little bit like Jerry Maguire’s mindset. And we are not bashing other peoples approach to helping brands change – we just think there is an alternative – like Jerry did.

IDEAS+CARS just want to help those that know somewhere along the line you are going to need some big, hairy arsed, disruptive ideas to make the change real.

Simon Sinek keeps it simple. He urges you to work out your Why. “WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?”

You are reading this so I assume you care what is our WHY?

I know that the majority of communication to drivers by car brands is delivered by those tied up in history, admin, meetings, rigid structures and stale agency relationships. They are 100% reliant on historical data and therefore have lost all ability to come up with new, relevant ideas.

Meanwhile their drivers are part of a new world of communication, where ideas and content are the new commodities. Drivers get excited by cars of course – but they now desire content around those cars.

Not just reporting, not just spec sheets, but wide ranging, multi channel content. Films, pictures, blogs, tweets, stories, infographics and and and. They also want new ideas and not just new cars that they can get involved with, interact with and debate about. They want those ideas to reflect the reason they love cars and a particular brand. So everyone needs a why.

Think of the stuff you have loved in cars in the last year. Or the reason you fell in love with cars. It was either a person or an idea or a bit of both. For me it was the 6-wheeled Tyrell and several poor quality car films of the 70’s. For some it might be that famous red Lamborghini Countach poster. Movies and posters are now on YouTube and Instagram not BBC1 and bedroom walls. But the concept is the same.

There are hundreds of thousands of people working on ideas in car design and engineering. But we think not enough in generating ideas to show off those cars and their brands and the content to add richness to the cars and ideas. That’s why we are here. And we believe we are good at it. And we also will work passionately to keep being good at it for people that want us to. Indeed we will work with common sense, but uncommon effort.

So our WHY is
“New ideas and breakthrough content excite drivers about cars. We love cars and are passionate about creating the best ideas and content in the world that disrupt the status quo.”

….And to carry on the Sinek golden circles here is our How and What. What is yours?

HOW do we do that?
“Discover, Disrupt and Deliver using the most passionate, professional collaborators in the car world.”

WHAT do we actually do?
“Based on your WHY, we help you do crazy stuff and tell people about it.”